Author: Kelly Pedone

FM Issue: September/October 2018

Developers of this generation of buildings are implementing features that help attendees feel connected, establish a sense of space, and ensure that everyone has a safe and secure experience.

“Getting people to come to (events) is a challenge today,” says Ron Turner, Principal at Gensler Sports in Los Angeles. “New facilities are being built to allow them to be engaged.”

Bigger is Not Always Better

The concept of “if you build it they will come,” has changed from quantity of space to quality of experience. Also, managers are realizing that building large facilities, simply for the sake of doing so, creates unnecessary operating budget challenges.

New facilities are being built with a focus on reducing capacities in favor of premium offerings and experiences. The purpose of a sports stadium previously was to give fans a place to sit and view games. Limited exposure to live sports and entertainment meant that the only way a fan could watch their favorite team or performer was to purchase a ticket and see it live, but technology and the saturation of media coverage has given fans other opportunities to keep up with their heroes. Today’s generation of fans prefer flexibility and shareable experiences.

“Architects and owners are crafting some really innovative products that are designed to engage the next generation of sports fans,” says Bart Miller, Principal at Walter P. Moore in Houston. “Even in renovations to existing venues we’re seeing that seating capacity is being sacrificed in stadiums and arenas across the country to really modernize those by creating a new breed of social environments and capture new revenue sources.”

The Houston Astros’ latest project, for example, is a redevelopment of the existing centerfield stands to a premium attraction. This area features seven cascading structural levels of restaurants and bars with dedicated seating and a unique, field level experience that includes the opportunity to shag fly balls during batting practice.

“The Astros have effectively transformed less desirable seating areas and an underperforming district in the ballpark into a real destination for fans,” Miller says.

Designers are sacrificing suites in favor of loges and theater boxes that are dispersed throughout the facility. Another, somewhat surprising feature, is the popularity of newly created Standing Room Only areas. Previously only conceived as overflow options for soldout events, SRO areas are now desirable as social gathering spots and generating new sources of revenue through corporate sponsorships. Sponsors that can promote their products within these spaces are ideally suited.

Flexibility has also replaced the need for larger spaces in performing arts centers as well as in convention centers.

Jonah Sacks, Principal of Acentech in Massachusetts, says that building owners want to make the most of their dollars and are looking to make more multi-purpose space. Theaters, for example, want music rooms that can be used for performances but also scaled down for rehearsal space.

“They really want to make the most of limited space,” he says.

Connecting Communities

The desire to provide an all-around experience has led developers to put just as much emphasis on ancillary features as the primary entertainment facility. The live, work, play concept has been tossed about for years but is finally taking root.

“The features that matter most are those that enrich the guest experience and help generate revenue for the venue,” says Robert Svedberg with TVS Design. “We are seeing an increased interest in exterior spaces that can connect the venue to its city and provide dramatic event opportunities.”

Developers are looking for ways to extend the guests’ experience beyond the actual event. How can they get them to come early and stay late are the components used in designing new projects?

At the Rams and Chargers massive 300-acre development in Inglewood, Calif., the NFL is relocating its broadcast assets. This site will include 3,000 residential units, a 300-room hotel, and 400,000 square feet of retail space. “You want to create a destination that extends the stay,” says Russ Simons, Managing Partner of Venue Solutions Group. This concept is not new to convention center developers, says architect Don Grinberg.

“Meeting planners follow their attendees’ levels of satisfaction very closely, and an event’s success is critically related to what happens outside the convention center,” he says. “Surrounding amenities cannot be just ancillary, nor are they experienced only before and after events – they are a critical part of the event experience itself.”

In additional to physical ancillary features, an on-going commitment to Wi-Fi and cellular service inside and around facilities is now an expectation as opposed to the bonus it was perceived to be only a few years ago. Society’s dependency on devices to connect to one another and to gather information is now a way of life. Facilities must be equipped to provide excellent service and to take advantage of the new resource.

“With guests’ demands to remain connected and share their experiences on social media, access to Wi-Fi and cellular data in new facilities is critical,” says Paul Villotti, Director of Life Safety at Henderson Engineers. “A new facility cannot afford the bad press associated with a lack of on-line access.”

Studies have shown that fans don’t make decisions to attend an event based on connectabilty, Simons says; they assume it’s there. “It’s equivalent to air,” he says.

The rising popularity of eSports, the ability to be “part of the action,” and order food and merchandise also increases the need for technological upgrades.

“Paying guests expect to be impressed,” says Justin Luke, Senior Associate of BNA Consulting.

Urban Environment

Suburban settings were long the hot market in attracting new facilities. Local governments had more flexibility than larger municipalities to offer financial incentives, but today’s buildings are returning to downtown urban areas. One of the driving forces behind this movement is how people use transportation – from public transportation to the popularity of UBER and LYFT.

“Parking, traffic, and travel time can certainly damage the pre- and post-game atmosphere and deter fans from attending events in person,” Miller says. “Urban venues are more accessible and integrated with city transit systems and ride sharing, which gives people more options and flexibility.”

Additionally, authenticity is a major attraction for today’s event goers. Though they may be tied to virtual reality with their electronic devices, when it comes to spending their money on an experience, they want it to be real. The activities and conveniences surrounding an urban event environment often provides that realism.

“Visitors want an authentic experience,” Svedberg says, “and for most destinations that is an urban/downtown location. This is a hospitality business, and guests want convenience and experience.”

Sense of Security

Security is another expectation of today’s guests causing developers to include security experts in the design process. Bringing experts in at the beginning of the design process can mitigate hugely expensive post-design changes.

The threat of active shooters, cars driven into crowds, and terrorist acts have left building operators no choice but to take security seriously.

“I’d have to say that the number one guest expectation is that he or she will return home satisfied and safe,” Villotti says. “Safety is unconsciously assumed by our guests.”

The desire, though, is to include exterior security measures that flow with the building design, appearing natural, and not detracting from the event experience. Such measures can be accomplished through landscaping alterations, terracing and elevation changes.

When it comes to interior security measures, cameras that have smart algorithms including facial recognition are in demand, Villotti says. Integrated security access control is also popular. Using card key, proximity sensors, and smart hardware allows control and tracking of occupants. It also allows lock-down of a venue in the event of an active shooter on the property.

A New Generation

Facility operators have always made design decisions based on how to attract fans. The new generation of event goers want more than to simply sit back in a seat and enjoy a game or a show – they want to feel that they are part of the action.

“It’s all about authenticity,” Turner says. “Whether that is a potential up-close encounter with a team or player through a premium club or having the ability to Wi-Fi connect, move around in the building and see friends within different environments, guests and fans are looking for a variety of authentic experiences.”

It is impossible to design a new facility, officials say, without understanding the demands of potential customers.

“Enhancing the game day experience has almost become a cliché in our industry,” Miller says, “but it’s still the name of the game and we’re all searching for fresh and innovative ways to do it.”

Kelly Pedone is a freelance writer based in Charlottesville, Virginia.